讲座题目：Helpfulness Assessment of Online Reviews Using a Semantic Hierarchy of Product Features

演讲人：周莉娜（美国北卡罗来纳大学夏洛特分校商业信息系统和运营管理系教授）

讲座时间：2019年 7月4日（周四）16:00

讲座地点：嘉庚二205

主持人：蔡舜（澳门永利yl6776管理科学系教授）

讲座摘要：Effective use of online consumer reviews is hampered by uncertainty about their helpfulness. Despite a growing body of knowledge on antecedents of review helpfulness, previous studies have overlooked rich semantic information embedded in review content. To fill the void, this study introduces a semantic hierarchy of product features by probing review texts. Using the hierarchy as a framework, we extend product uncertainty, information quality, information processing, and encoding variability theories by developing a research model of review helpfulness assessment. In particular, we propose and conceptualize three factors − breadth, depth, and redundancy, and hypothesize their effects on review helpfulness. The results of model testing and predictive tests both lend strong support to the role of those novel factors in explaining review helpfulness. Breadth and depth also offer alternative explanations for reconciling the mixed findings about some common factors in the literature.

演讲人简介：Dr. Lina Zhou is a professor of Business information systems and Operations Management at the University of North Carolina at Charlotte. She has published over 50 referred papers in academic journals such as Journal of MIS Quarterly, Management Information Systems, Decision Support Systems, Information & Management, and IEEE Transactions. Her current research interests include social media analytics, online deception detection, online health information management, and usable security. She currently serves as the PI of two projects funded by the National Science Foundation of the United States.